Glossary

The words behind the numbers.

Every term in the playbook, in one line each. The full definitions, with worked examples and how to use each one, are coming to owners on our list.

The three numbers you run on

CAC: Cost to acquire a customer. What it takes to win one new customer.
Job cost: What it costs to do the work on one job.
LTV: Lifetime value. What one customer is worth to you over the whole relationship.

Gross profit: What is left of the price after the job cost.
Margin: Gross profit as a share of the price. The number that tells you if a job was worth doing.
Markup: What you add on top of cost. Not the same as margin, and mixing them up underprices jobs.
Overhead: The costs that are not on any one job, that every job has to help pay for.

Channel: Where a lead came from: referrals, ads, lead services, partners, organic, outbound or repeat.
Close rate: How many of the appointments you held turned into jobs.
Cost per lead: What one lead costs you on a channel.
ROAS: Return on ad spend. What your ad dollars brought back.
ROES: Return on Effort Spend. What your dollars and your hours brought back. Coined by Coach AK. How it works
Real cost: What a channel really costs once your time counts.
The multiplier: Extra weight for a channel you can measure and scale.
Growth score: How you rank your channels to decide where the next dollar goes.

Recurring revenue: Money that comes back on its own, like service plans.
Add backs: Owner perks and one time costs a buyer adds back when figuring what your business really earns.

Our audits find an average of $30,000 in missed deals and revenue opportunities, by our estimate. Thirty minutes, on a screen share.